The Spanish lottery campaign for 2014 used the claim "No one has cheap fantasies" and the spot featured a number of "normal" citizens mimicking the movements of riding big bikes and horses, driving fast cars or playing elite sports

We decided to re-create the lottery TV spot with all the TV stars who host the most popular shows in Spain. Most of this shows giveaway money prizes, just like the lottery. And these TV stars cannot participate in them! But they also have the right to dream, and play lotteries so why not re-create the campaign with them?

Lottery sales during our special action reached their highest figures of 2014 according to data published by www.loteriasyapuestas.es

The self-promotion spot campaign was planned in parallel with the conventional campaign, maximizing awareness and covering the vast majority of the Spanish TV landscape (A3Media & Mediaset)

We chose the most relevant game show hosts across Spanish TV and recreated the acting of the lottery's conventional spot. And turned the self-promotion spots of leading networks Mediaset and A3Media into our own campaign.